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ReD bUll “ReD bUll gIves yOU wINgs” Content from Red Bull serves as an exemplary case of using interchangeable pillars in a fluid process. Balancing extreme sports, music, Red Bull events, promotional content, and art, Red Bull ties every thread back to the brand. The majority of the brand’s content can quickly be associated with Red Bull’s extreme-lifestyle image. Red Bull utilizes three key pillars: the desire for validation, the desire for pleasure, and the fear of death. The fear of death is the most powerful imagery-driving pillar, as the brand commonly features death-defying stunts in extreme sports. The mantra “Red Bull Gives You Wings” is reinforced through imagery of pushing human capabilities to the limit. Additionally, Red Bull uses a variety of archetypes, most prominently the outlaw figure. Images of adrenaline-fueled activities emphasize danger in free-climbing, parkour, and racecar driving. This strategy aligns the brand with breaking the status-quo in sports. INsTagRam Case sTUDIes 63PDF Image | Flashstocks Instagram Marketing Strategy E Book
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